Debenhams has long been in trouble, and after a decade of underinvestment it looks like it is about to reach the end of the line. The retailer has described fashion and beauty as “weak areas”, which is evident. It does not have a focused fashion offer and, despite working with several successful third-party brands, the product can often look exactly that – weak.

In today’s market, innovation and a clearly defined brand proposition are key, but Debenhams has not made advances in either area. Particularly in the highly competitive womenswear sector, it has not given shoppers a reason to spend their money.

Customers are looking for newness, quality and an enjoyable shopping experience, through excellent customer service, the seamless use of technology and, most importantly, a great product offering. Unfortunately for Debenhams, it has been left behind on all fronts.

This year’s wave of closures and restructurings on the UK high street has led to 93,000 jobs being lost in the UK retail sector in 2018.

Readers' comments (5)

Anonymous7 February 2019 12:47 pm

Agree with this assessment. The CEO has made too little changes, too late and focused on 'experiential' shopping to the detriment of the product and price proposition. Why now go to a Debenhams anymore?

I can't see why anyone would pay full price for anything in Debenhams-just wait until next week and there will be a 3 for 2 ,blue cross sale or manager's special. They had too many promos and customers just wait for them now. That is why they can't make money.

Agree with the above. Top level management is so short sighted these days by setting unnecessary targets that ultimately leads to excess discounting and brand devaluation, they cannot see they are destroying the business. If they had their heads scanned there would be nothing between their ears.

My wife, for example, buys Karen Millen and Coast. She would pay full price. But she knows the retailers that stock them are always reducing them to ridiculously low prices, so she waits a few weeks. Crazy.

Its an incredibly harsh assessment and article. Surely as the industries news journal,you should be supporting and promoting our dwindling high street and fashion business instead of launching a blistering attack on any business that's suffering and attract even more vultures.
This is not an attack just on Debenhams management but the thousands of people who work there and who could lose their jobs , and potentially then we could lose very talented people from our industry. This should have been more responsibly reported .

Have your say

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.